South African avocado producers are upbeat about the industry's future after a record crop this year that saw some 60,000 metric tons (MT) exported and a growing domestic market. 

The export volumes represent more or less a 50% year-on-year increase, and while the local market did not rise quite as much it still showed promising growth.

"A total of 25,498 [metric] tons of avos were sold on the National Fresh Produce Markets this season to date (January to October 2014), representing an increase of 5,000 tons compared to last year," South African Subtropical Growers' Association (Subtrop) CEO Derek Donkin said in a release.

"The value of avo sales on National Fresh Produce Markets during this time increased from R149.9 million (US$12.8 million) to R180.2 million (US$15.4 million) – a R30 million (US$2.6 million) increase compared to 2013.

"Sales were good, prices held steady and despite a very slight drop in price during peak season, growers, packers and retailers were very happy with the season."

The release said these 2014 returns were a result of the positive impact of improved distribution, the availability of good quality fruit, increased consumer interest around healthy eating, the successful collaboration of all industry stakeholders, and also the efficacy of an integrated communications and promotions campaign.

The multifaceted communications campaign aimed to grow local sales by 15% during 2014 by working with all areas of the industry to ensure promotions had a strong impact, and by getting key target markets to talk about avocado health benefits.

Retailers were also educated on avocado care and handling, the different cultivars, ripening and storage, and a wastage study was conducted among some retailers to identify areas of improvement.

Furthermore, the hospitality industry was reached through a campaign targeting a major national restaurant chain and an avocado-based competition hosted for the local chef schools.

These activities were supported by an extensive "add an avo" consumer promotion material, including leaflets, posters, salad bag stickers and fruit bin banners. There was also strong social media campaign hosted on the 'iloveavos' Facebook page and on Twitter.

Following this bumper season, the industry will focus on increased production at farm level to meet growing future demand.

"If we want to continue this positive trend, we need to increase output. In the US, consumption has doubled to 800,000 metric tonnes per annum in just 10 years (2.5kg /capita). South Africa's consumption is currently ±0.850kg/capita," South African Avocado Growers Association (SAAGA) chairman Mark Baker said in the release.

"If this was to double, our current plantings wouldn't meet demand. As SAAGA we're focusing on improving production through various efforts, including ongoing research."

Donkin added that new orchards were being planted as growers prepared for this increased demand both locally and in the export market.

"This means more consumers will be able to enjoy more avocados more often, and economic growth and job creation will be positively stimulated," he said.

SAAGA said it would continue to drive promotional activity through well-coordinated campaigns, work with the South African government to achieve new market access and sustainability, and increase the career appeal of the industry.

Photo: www.shutterstock.com

www.freshfruitportal.com